THUNDER BAY, ON – “Northern Ontario” and “exotic” aren’t two things that pop into the minds of residents. But for international travelers, including visitors from the U.S., the Great Lakes evoke something mystical and alluring. The rugged Canadian Shield whiskered with the Boreal Forest can be just as exotic as a Brazilian rainforest or Swiss Alps when you don’t see it every day.
That’s part of the reason why Great Lakes cruises have really taken off in the last several years. Expedition cruises cater to generally older, affluent passengers who value tucked-away adventures without sacrificing luxury.
“It’s a very exotic experience when you get into an area, particularly on the North Shore of Lake Superior, where very few people get to experience the rugged coastline,” Paul Pepe, manager of Tourism Thunder Bay.
“When you’re at Silver Islet (near Thunder Bay) and you’re looking at the cliffs of Sleeping Giant Provincial Park, it definitely ranks up there as a destination on par with other parts of the world.”
In 2026, Pool 6 Terminal in the Port of Thunder Bay welcomed four cruise liners including Viking Octantis and Victory II for a total of 10 visits.
The majority of passengers are from the US, though they attract Canadians and visitors from around the world. The direct economic impact for the city was $1.2 million to $1.4 million, he said.
The number of cruise ship visits is actually down from 2025, but Pepe said that the drop is due to the cyclical nature of port visits, not an interest in the Great Lakes or the area.
“It really comes down to the companies are always adjusting their itineraries to keep their loyal customers coming back,” Pepe said. “Right now, we’re discussing opportunities in 2030 and beyond with a lot of cruise partners.”
The City of Thunder Bay, through Tourism Thunder Bay, has worked hard to bring this unique experience to cruise lines — and make the area easy to visit, Pepe said. In 2024, several organizations including the City of Thunder Bay, the Thunder Bay Community Economic Development Commission (CEDC), and Embark Port Services came together to form Cruise Port Thunder Bay.
The partnership helps streamline services for cruise lines looking for destinations. “They want to arrive in a port where everyone is working together for the benefit of their guests and crew so that they have the best experience possible — and rave about it,” Pepe said.
Added touches like a visitors’ centre at the dock and busses that can drive right up to the gangplank make Thunder Bay special.
“I try being there myself; I love meeting the guests and chatting with the crews. We’re there to make sure that every guest and crew member is welcome in the community.”
Multi-national cruise companies don’t have offices in Thunder Bay, so having reliable port partners is crucial. Thunder Bay is also a “turnaround port” which means passengers will start or end their cruise in Thunder Bay — another layer of complexity the cruise lines need to run smoothly.
The Cruise Port Thunder Bay brand helps build that trust with cruises. That includes everything from providing a secure marine terminal, easy access for passengers on and off the ship, and port services to finding new excursion experiences for visitors and even taking care of the crew on shore leave.
“We try to make sure that the crew are good on-board ambassadors for our port as well,” Pepe said. The port arranges crew shuttles around the city, helps them connect with things to do on shore leave, and sets up a basketball court to help them stretch their legs.
Apparently, it’s working. “(One crew member) emailed me to say that he was chatting with another crew about what their favourite port was, and they said Thunder Bay.”
Another reason Great Lakes cruises are taking off is because there are finally ships available to do them.“Bigger is better” seems to be the mantra of cruise lines these days, with companies boasting of their record-breaking cities on water.
However, the locks along the St. Lawrence Seaway up through the Great Lakes are a limiting factor for ships. Smaller isn’t just better; it’s a pre-requisite.
The relatively new Expedition-class cruise ships for 100 to 400 passengers are built to “St. Lawrence Seaway specs” to navigate the locks, Pepe said. The Viking Octantis, launched in 2024, is one example.
More are now being built to meet demand for luxury discovery cruises. That, along with more destination ports along the way, means the Great Lakes cruise industry will continue to grow, Pepe said.
“It was a strong year for cruising the Great Lakes, and the numbers are up across the board,” Pepe said.
“I can see that continuing. There are a couple of new ships that are Seaway-compliant and will be online in the next four or five years. That’s a good sign that the cruise lines are building ships to Seaway specs.”
Northern Ontario Business
Viking Polaris moored at the Pool 6 Terminal in Thunder Bay, a former grain elevator property reconfigured to accommodate cruise ships.
